Digital communication and audiences extra segmented, extra interconnected and extra cell. As a consequence of the technological breakthrough in communication, in the present day we see disruptive modifications within the relationship between senders, receivers and the message. On this course of, social networks are distinguished protagonists and conventional journalistic firms have misplaced in a sure approach the unique dealing with of data.
Likewise, there was an essential segmentation of audiences. Era Z, for instance, has developed with full entry to the web by means of high-speed connections and cell communication interactions. This prevents them from conceiving communication with out digital assets.
Since 2010, a technique of change has begun by way of format and narratives on social networks, particularly on Snapchat. The vertical multimedia format has been imposed, in response to the same old association of the screens of the cell gadgets with the best penetration worldwide: the smartphone.
The beginning of the app
In 2016, the Chinese language company ByteDance sought to create a extra interactive and versatile platform that it had been working for a while, the place it allowed dancing and playbacks of songs of the second. That is how Musical.ly –very fashionable amongst younger and really younger person segments– was added extra assets for the creation of quick movies, however with a considerable amount of visible stimuli. Inspiration got here from different platforms like Snapchat, Dubsmash, and Vine. Together with what was already inbuilt his first-born community, he gave life to TikTok for the worldwide market and Douyin for the solely Chinese language market.
Till the primary quarter of 2020 it was a social community with a largely younger participation (Era Z). However the first radical lockdowns by covid-19 brought on many individuals globally to discover new digital leisure alternate options. The target was to evade the state of affairs of confinement, producing a change of public, now together with millennial customers and Era X.
The narrative that’s imposed on this platform consists of quick movies (15-60 seconds), in vertical format. They’re organized and distributed by a synthetic intelligence that tries to adapt to the tastes of the customers, relying on variables such because the ‘likes’ granted, feedback made, profiles adopted, publications made, hashtags utilized in publications, viewing time devoted to every publication, language or geolocation, amongst others.
It’s a area the place challenges work very properly (hashtags-challenges) and due to this fact the thought of group, since if a content material generates a big quantity of engagement different customers will emulate it and create related proposals. Likewise, in the mean time there is a vital circulate of content material on dances (many are challenges) and publications of a humorous nature and with leisure proposals are rising considerably.
Is there a spot for journalism on TikTok?
As it is a world development platform, an increasing number of media have explored and sought to be a part of this platform with the intention of innovating. It forces them to depart their consolation zone, enhance their attain and take a look at to attain person segments that aren’t correctly knowledgeable in different methods or just do not go to the media and journalists with the intention of getting a notion and data of present affairs.
In the course of the first 4 months of 2020, 13 of the energetic media on TikTok made categorical protection of the covid-19 pandemic. Although the platform has already been working for four years, 2020 represents an incipient and experimental second for journalism.
A particular narrative proposal just isn’t imposed, though the primary observations appear to point out that in lots of circumstances content material is chosen that doesn’t exceed 30 seconds in period. That is the case with USA Immediately, NBC Information and The Washington Publish, because the authentic logic of the platform impacts quick and really stimulating publications.
There are circumstances the place it is critical to take advantage of the 60 second restrict. It may be seen in examples reminiscent of Al Jazeera (Qatar) or USA Immediately (USA). Likewise, media reminiscent of Instances Now (India) or Antena three Noticias (Spain), removed from creating particular content material, replicate their tv work with out considering the narrative traits of TikTok.
And though there are media shops that aren’t but energetic on this approach, as within the case of CNN, it has not been an obstacle for journalists reminiscent of his London correspondent, Max Foster, to create informative materials tailored to the artistic and narrative assets of the platform. .
In the meanwhile, there doesn’t appear to be an in depth relationship between a developed subject and the engagement obtained. Nevertheless, the content material should be engaging and attention-grabbing, however with out this being understood as an endorsement for falling into sensationalism. Every medium, every journalist should proceed with the identical rigor with which they work in different digital and analog channels.
It’s comprehensible that including this new platform will contain extra work, since it requires growing a differentiated work, as is the case with the remainder of the social networks. In the course of the first 4 months of 2020, many media prioritized innovation by means of the “TikTok format” over different sorts of new narratives.
In conclusion, it will be stated that TikTok represents an essential various as a result of it opens a brand new channel to new and totally different viewers segments, and naturally, it is a development platform.
The US newspaper The Washington Publish has carried out as a current progressive technique the event of content material each on the streaming platform Twitch and on TikTok. Its intention is to grow to be an informative reference for Era Z and subsequent segments, since they’re the potential readers of the long run.
It’s considerable how removed from an obvious style, TikTok is constituted as a brand new digital terrain to innovate. For the reason that second quarter of 2020, it has been possible to see how Le Monde (France), The Guardian (United Kingdom) or La República (Peru) have begun to suggest journalistic content material by means of this community.
Journalism on TikTok is characterised by quick content material, with video preeminence over textual content and visible reinforcement of GIFs and emoticons. The narratives vary from informational to infotainment.
You have got to maintain experimenting with out concern of failure. At all times caring for journalistic rigor although leisure and enjoyable are prevailing parts in such a selected social community.
The unique model of this text seems within the Telos Journal, of Fundación Telefónica.
This text was initially printed on The Dialog. Learn the unique.
Pavel Sidorenko Bautista is a collaborator of TELOS, of Fundación Telefónica. The unique model of this text has been printed on this journal.
José María Herranz de la Casa is a collaborator of TELOS, of Fundación Telefónica. The unique model of this text has been printed on this journal.